How to Market to the Modern Mom

The modern mom is well-informed, active, Internet savvy and concerned about her family and the world around her. She often works outside the home--though not always--and generally has money to spend. She multitasks, networks professionally or with other moms and seeks new products and better methods for balancing the demands of motherhood/work against her own needs. How best to market to the modern mom? Try the following ideas.

Instructions

Difficulty: Challenging

1. Recognize the power of the Internet. Modern moms research products and make many purchases online. Take advantage of this medium by creating a mom-centric website offering value-added content that moms can use. Go light on the ads on your mom site, depending instead on the inevitable association the modern mom will make between your product and your helpful website.
2. Recruit moms to test and review your products. Many modern moms write blogs or other online content, and others pass along their recommendations for products they like via e-mail to their friends, social media sites or online mom groups. In fact, set up special gatherings where you treat moms to a day or evening out to enjoy refreshments, along with your products. This can be a lucrative way to market to moms, who make many of the buying decisions in their homes.
3. Advertise in glossy magazines rather than newspapers if you'd like to successfully market to Mom. Many modern moms subscribe to several parenting magazines to satisfy their desire for the latest parenting information and trends. Not as many read the newspaper--perhaps because magazines are a more relaxing way to gain information.
4. Consider radio advertising, as well, since modern moms spend quite a bit of time in the car. Driving to work, chauffeuring children to various activities and running errands all make moms excellent targets for radio spots, affording advertisers many opportunities to market their products to a more-or-less captive maternal audience.
5. Do something to make the world a better place. Since many moms devote at least some of their time to improving the world for their own and other children, by stepping forward to support a good cause, you can distinguish your company--and your product--in the mind of the modern mom.
6. Understand what motivates the modern mom to buy before attempting to market your product to her. Though she may need a product you sell--or simply want it--when she does buy, she buys much more than a product. She purchases an intangible emotional commodity, be it comfort, peace of mind, memories, fun or a feeling of well-being. And while the features and benefits of your product are important to her, they're less likely to influence her to buy if the emotional component is missing from your appeal.